Monday, June 19, 2017

Episode #033:

In Search of Radio Excellence Jeff McCarthy, VPP/Midwest Communications

Jeff McCarthy, VPP
Midwest Communications

You may not see Jeff McCarthy hoarding headlines, mainly because he’s been too busy… quietly and consistently helping build Midwest Communications into one of America’s fastest growing, privately held radio powerhouses. For over 30 years, he’s been Vice President of Programming for a company that Wisconsin Radio Hall of Famerand Rockwell Award recipient Duke Wright started as an AM/FM combo in Wausau, Wisconsin, then added another 100,000 watt FM and leading AM in Green Bay. Now the company has over 70 stations in 7 states, with recent acquisitions in Nashville, Evansville and Michigan, to name a few. Impressively, Jeff has managed to raise his family in the same town all those years.

One key to all his successes: EXCELLENCE. In this episode, he reveals some of the approaches, tips and techniques that helps him achieve, maintain, and increase standards an ever-growing group of quality stations. As a veteran broadcaster, market dominating PD, and now VP overseeing product for one of America’s fastest growing groups, Jeff shares advice for ANYONE wanting to advance in the industry today?He reveals the traits he looks for in a prospective air talent or PD, and explains what makes one candidate stand out over another. He also has JOB SURVIVAL TIPS for people whowants to make themselves INDISPENSABLE and prepare to move up through the ranks at a good company like Midwest Communications.

What’s in a name? That is the key issue at the heart of any discussion of brand. It also happens to be the title of an influential book from the last century by the brilliant advertising scholar, John Philip Jones.My thought is it’s possible and practical to reduce the concept of brand to the unvarnished answers for a couple of urgently important questions. What’s in your name? What do you stand for?Here’s a pragmatic exercise which will help you to prepare for those two questions.Provide the following questionnaire to every performer. Leave spaces for their written response. Let them know their answers will be kept confidential. Ask them to be honest and share their true feelings. Give them three days to think about it and return it completed.What’s unique about your show (station) compared to all of the other shows (stations) in our market?Why do people listen to your show (station)?When people tune in to your show (station) what do they expect to hear?How would one of your listeners describe your show (station) to a friend?Provide another questionnaire to every associate not on the air adjusting the questions as follows and leaving spaces for written response. Provide the same instructions as above. Pro tip: we’ve used other versions of this questionnaire in LAB sessions and via listener email polls for decades and gained valuable insights.What’s unique about NAME OF TALENT compared to all of the other talent in our market?What’s special about CALL LETTERS compared to all the other stations in our market?Why do people listen to CALL LETTERS?When people tune in to CALL LETTERS what do they expect to hear?How would your friends describe CALL LETTERS?This isn’t a scientifically valid poll and there are no right or wrong responses however you should look for patterns. Remember to look for what’s not there. Anything missing?Let me suggest your participants are now ready for an all hands session with one purpose – an open discussion of those two urgently important questions. What’s in our name? What do we stand for?Developing and building a brand involves complex calculus rather than simple arithmetic. The fundamental moving parts include attitudes, perceptions, values and feelings. Getting everyone in your organization on the same page is always a smart place to start. Culture eats strategy for breakfast.